Insights professionals must blend technology with empathy
Editor’s note: Ali Henriques is head of research services at Qualtrics, Provo, Utah.
Like many industries, the market research field finds itself undergoing an unprecedented transformation thanks to advances in artificial intelligence.
Qualtrics 2025 Market Research Trends report depicts a vivid portrait of how AI is reshaping the insights landscape and what emerging trends will define the year ahead. The report reflects perspectives from over 3,000 market researchers across 15 countries representing 13 industries. We’ve uncovered key insights ripe for research leaders and brand managers to take advantage of to stay ahead of the curve.
The current state of market research: A digital revolution
Nearly 60% of researchers say their organizations depend on their team’s research and insights more today than one year ago. That’s because our brand-side researchers are sharpening company-wide decision-making with their insights, improving stakeholder understanding of target audiences, helping to maintain a competitive edge in the market and identifying and capitalizing on emerging trends. Research teams have evolved from mere data providers into strategic partners.
The integration of AI-powered tools is rapidly changing how insights are generated and the amount of influence they command within their organization. Traditional research methodologies are being enhanced by new digital tools, facilitating cost-effective feedback mechanisms and the ability to gather deeper qualitative insights remotely. According to our trends report, the teams embracing innovation are earning more influence, demand and budget.
4 key areas for research teams to focus on in 2025
Today's successful research teams are those that cultivate a culture of innovation. Researchers who identified as innovative and cutting-edge report securing larger budgets and more creative freedom than researchers sticking to traditional methods. These teams are positioning themselves as integral players in shaping organizational strategy. A whopping 67% of cutting-edge teams reported an uptick in research budget, and 71% of those teams have noted a significant increase in their organization’s reliance on their insights. According to researchers surveyed in the report, this upward trajectory will only continue, fueled by the relentless demand for data-driven decisions in an increasingly competitive business environment.
Synthetic data is quickly becoming a competitive advantage. As privacy and data scarcity concerns grow, the use of synthetic data will continue to trend up in 2025 (and beyond). Synthetic data allows researchers to simulate real-world inputs without compromising sensitive information, equipping teams with the capability to analyze broader sample sizes faster. Eighty-seven percent of researchers who have employed synthetic responses reported satisfaction with the results, highlighting a pivot toward more effective and diverse data collection methodologies. This is a big reason why nearly three quarters (71%) of market researchers agree that the majority of market research will be done using synthetic responses within three years.
Embrace AI as a permanent team member. Gone are the days when market researchers were encumbered by mundane tasks such as data cleansing and charting. Nearly 90% of researchers are now regularly using AI-powered tools in their day-to-day and that’s because AI is enabling their teams to do more research with the same team size (cited as the top benefit among researchers). Consensus is growing that AI will be an indispensable part of research operations moving forward, with 83% of researchers reporting that their organizations plan to significantly increase AI investment in 2025.
Keep the human element alive with digital qual. While the pandemic forced a mass migration to digital platforms, the emphasis on maintaining qualitative human connections remains crucial. In fact, 57% have seen an increase in demand for qual within their organizations. Researchers are now leveraging digital tools to enhance these studies, ensuring that the nuances of human behavior are not lost in translation. Importantly, the experimentation with hybrid methodologies allows for a balance between digital efficiency and the rich insights found in traditional face-to-face interactions.
Quality insights
The demand for accurate and actionable insights has never been greater, pushing researchers to deliver data that can directly influence business strategies, customer experiences and product development. With the pressure to provide rapid insights without compromising quality, teams are leveraging AI, automation and synthetic data to enhance efficiency and meet tight deadlines, especially in fast-paced industries.
By automating repetitive tasks and enhancing their analytical capabilities, teams can focus on strategic initiatives that foster business growth.
While embracing new tools and innovation is essential, researchers must continue to strive for balance in methods and audiences, ultimately blending technology with empathy.
The teams that find this balance will be best positioned to help their businesses navigate the future confidently.